is now reviewing and looking at
. If our women's clothing store in Taiwan opens 2 months earlier and the number of clothing SKUs reaches 10,000, on the day of Double 11 in 2019, it can properly break through the daily average of 1,000 orders .
is a bit regretful.
However, 2020 Double 11 will definitely make thousands of orders. Now we have begun to make arrangements.
's review is full of dry goods.
One, Double 11 event review
Our operation team has always believed that
Double 11 is a carnival for shopee customers
but for sellers, it is basically a seller’s relationship Fight each other. Not only the Double 11, but in the subsequent operation review, we found that the same is true for the Double 12.
Why?
Because the platform is monitoring your performance in the big promotion, and after the big promotion, based on your performance, determine the distribution of traffic. The performance is not good. I won’t give you traffic later. I performed well. The traffic was overweighted to
. At an investment promotion meeting of Shopee, we communicated with internal staff for a long time and they revealed a message:
Xiaopi has the highest weight on all sites The indicator is the order volume. If your shop has an order, just give traffic; if you don’t have an order, reduce traffic. Judging from this review, it is true!
Shopee Double 11 is approaching, and we realize that the fight between sellers is about to begin. This fight determines the amount of traffic given by the subsequent platform.
We speculate that the platform will lower the right of certain stores around Double 11 to reduce traffic input. The basis is the comparison of orders. The platform comprehensively compares the difference in daily order volume between different stores during the big promotion period. In determining the distribution of traffic.
In order to verify this and to save lives at the same time, on November 8, our store temporarily adjusted its operating strategy. Focusing on the order volume, three dimensions of operations have been done.
November 8th Operation Strategy
1) From November 8th to November 12th, a total of 5 days, the whole store will have a 50% discount. (The purpose is to increase the weight of the store)
2) All posters are replaced with double 11 atmosphere posters.
3) For old users, double 11, 50% off the whole store, 30% off for new products (twice in groups, once on November 8th. Once on November 10th) one-to-one group sending communication
4) The advertisement continues to be opened. The number is 20, and all the hot items in the store are advertised, and all are accurately matched. Pick moderately popular words and put it on; the ad will open until the 13th, and keep around 5 products.
5) Optimization of store product structure: The profit is placed in the main position. The discount is 30% off.
6) Full 20% off 30, put 2 hot styles + not how to issue a combination together.
No one is more ruthless than us
Our whole store is 50% off, and the women's clothing store with
is opened in advance. We are still waiting for the mercy traffic of the Double 11 platform
. We take the initiative to attack. Give profits to customers.
worked anyway.
Our women's clothing store, a new store less than 2 months old, almost broke 100 orders on November 8, and then sprinted 100 orders on the 9th. I have to say
here. The effect of
is very obvious through chatting on one-to-one group posting. When it comes to price reduction, after the group posting is completed about an hour, there are about 300 old users who have sent the group, and there are probably more than 20 orders for ;
continues the bombing of advertisements It's starting to show results, yes, we started advertising. Because the store already has more than a dozen clothing sales and reviews. The conversion data of
ads is very beautiful.
The big wave of traffic comes in, and is promoted at half price in advance. The conversion rate is pretty good.
ads can be so fierce, our keywords are all open for precise matching, and all the competitionSet the lowest. Is the conversion of accurate users
bad?
When our operational measures were implemented, all the effects were fed back to the data. As can be seen from the icon below, starting on the 8th, the traffic and orders have been rushing forward, reaching a peak on the 11th. There were 6500 visitors and 398 orders on Double 11. This is just a new store for 2 months.
If it can be operated within 2 months, the number of SKUs in the store will remain around 5,000, and the estimated results will be able to break one thousand orders every day. Because the 50% discount has no profit.
However, judging from this review, it is wrong to not continue to engage in return activities during Double 11, which is wrong .
's erroneous operation thinking is reflected in the data. Between the 16th and the 17th, the store traffic ushered in a half-cut
. It is obvious that the blue curve has a steep slope close to 90 degrees. The correct strategy for is to maintain a 50% discount after Double 11, and continue to increase the price every day until the normal discounted price is restored.
This will create a sense of tension for customers, which will promote conversion. Daily price increases can ensure profits and ensure that the traffic is not dropped .
The last surprise
Due to a series of activities on Double 11, we found there every day at the shopee front desk and saw several hot-selling styles in the shop. This estimate of
is the entrance to the source of large traffic waves, but the conversion rate is quite low. Because these traffic are shopping traffic, not traffic with search demand.
2. Double 12 event review
After Double 11, a major event happened on the Taiwan site. Customers under the age of 18 need to do real-name authentication. As soon as the
policy came out, the traffic and orders of all Taiwan stores dropped sharply. In the second half of November to early December. There are only 20 orders per day.
is affected by this factor. In the next Double 12 event, our shop adopted a completely opposite operation strategy to that of Double 11.
throughout December, including during the Double 12 period, except for the decorations on the posters, the shop did not compromise on the price and discount; all the original discounts were maintained.
chicken thieves but shopee, on the 12th and 8th, I watched Xiaopi sent a wave of 2000 traffic over. I guess I want to try the conversion rate of our shop and decide the traffic situation later. The result of
is obvious. Our store's operating strategy is not to reduce prices, but to make money, and the discounts are not large. Then the conversion rate of this wave of traffic is good, only 0.98%; not even 1%.
Shopee is angry, and the traffic on the 9th, 10th, and 11th has reduced to me for 3 days. I hope I can go on the road, but I am proud of it. Just die. Carry to you double 12.
On the day of Double 12, you only had 2,000 traffic, only one-third of Double 11, and the order volume did not exceed 100. Punish me nakedly. And after Double 12, I continued to reduce my traffic.
At the moment of writing the article, I have deeply felt that traffic is controlled by others. The comparison cost of this test of
seems a bit big.
Please comfort us, after all, our clothes are all stripped off, write such a dry goods operation review, we must pay attention to our number.
3. The solution is always more than the problem:
Since there is a problem in Double 12, we must actively find ways to remedy it. Considering that just after Double 12, the purchasing power of customers has been squeezed out.
so do not consider driving for the time being.
We have formulated several strategies:
1) Reduce the price of the hot products in the store.
2) Continue to launch products every day and increase the number of SKUs to 10,000.
3) Planning shop sub-categories, focusing on cultivating sub-category blasting.
4) Actively find a manager to sign up for the spike activity. All the strategies of
are based on the fourth strategy, because only the spike activity can save the store, flush the order volume, flush the conversion rate, and quickly kill the same type of store in a short time. Regain the weight of the store.
Don't forget the current stage of shopee, which is based on the order volume .
is a carnival for customers in every big promotion, compared with sellers, it is a massacre between each other.
I have experienced it.
comfort me and pay attention to me.
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